Photo: Muff – Naj sije v očeh
We have dedicated this week’s theme to music in advertising. We asked four composers and sound designers to give us the answers to three questions related to their work in advertising.
Žiga Drofenik graduated in marketing at the Faculty of Economics in Ljubljana, after which he sailed into the world of advertising, and spent seven years in the communications agency Pristop. His last year at Pristop led him into the world of music through his participation in the organization of concerts by The Killers, Florence & The Machine and Gossip. He has spent the last five years working in the company IMC MP Ltd. which is the official representative of Universal Publishing for Slovenia and the wider region. He deals with the protection and sale of copyright in music production, and all production aspects of this work related to the media, producers and collective organizations.
MEDIA MARKETING: How much is music appreciated in advertising today?
ŽIGA DROFENIK: Good creatives who make ads for the bolder, more ambitious brands give great importance to music in advertising, because they are aware of the long-term effects of sound branding and, consequently, a better response to the brand. Maybe marketing budgets in East Europe still don’t allow for the most ideal choice of music for some ads, but we still try to adapt to each individual client and look for the optimal choice for them for each TV spot. When it comes to commissioned music, which we create with the help of Slovenian composers, we are especially attentive to the “impact” that commissioned composition may have on the local musical scale.
MEDIA MARKETING: From where do you draw your inspiration? From clients’ briefs, the ideas of the creative director, or is it all a matter of talent and experience?
ŽIGA DROFENIK: I find inspiration in the everyday monitoring of news in the music industry, new music offered by the Universal Publishing catalogue and the global trends of music in an ad block, so even before receiving a brief from a client, and the idea of creative director, I’m ready for the optimal choice. Still, the creative director and director of the TV spot are those who usually guide my work with various references either from the world of film or music.
MEDIA MARKETING: Is there a work you are most proud of?
ŽIGA DROFENIK: In 2012 we modernized the sound branding of POP TV for the client Pro Plus, based on their brief, and in cooperation with the Slovenian group Muff. The final result of this project was a new composition by the band Muff called “Naj sije v očeh”, which was the most broadcast Slovenian composition on radio stations in 2012 and the third in all worldwide competitions. POP TV still has the same background music, and the music video on YouTube has had over a million views so far.
Video – „Naj sije v očeh“
